Study the Individual

Manawatu Times, Volume LVI, Issue 7061, 21 January 1933, Page 3

Study the Individual

CONSUMER INVESTIGATIONS The Rt. Hon. Lord Leverhulmc, in a recent address in Great Britain, referred to the difficulties resulting from the world-wide restriction on trade. “Distrust and fear,” he said, “have taken tho place of confidence and courage, and Governments in consequence raise their tariff walls yet higher and impose fresh exchange restrictions. “What can advertising do to help? First, wo must avoid, if we possibly can, cutting down our advertising merely because such a course would seem to be the line of least resistance in a temporary difficulty. “Our second duty is to study the problem of advertising more thoroughly than ever before to make sure that •we are employing its power more efficiently and effectively than ever before. “ ‘Consumer Investigation’ and ‘Sales and Advertising Planning’ must more than ever bo the objectives of the manufacturer and of the agent who seeks to serve him. ‘The proper study of mankind is Man ’ and the first necessity of the advertiser is to study the individual consumer. What is his (or her) outlook upon life? What are his prejudices, his means, his occupations, his hobbies, his environment, and type of liainfli ”